ra e6 th~ hi~u theo nghia moi trlIang 0 nhiem (nuoc va khOng khi) va van hoa 0 nhiem (khi€u tMm my va tri tMc).
p
Pha gia (Devaluation) Khi m(\t quoe gia danh s~t gia dOng n(\i t¢ so voi vang
ho*c vOi d6ng ngol,li t? khac.
Philn do~n theo yeu t6 nhan khdu h9C (Demographic segmentation) Chia dan
so thanh cae nh6m tuang d6ng thea cac lieu chi nhll' tu6i, gioi tfnh, mile thu nh*p.
Phan dOl.ln theo yeu to dia If (Geographic segmentation) Chia dlln s6 lheo lieu ehf eung khu Vl!e.
Phan ph6i dl)c quyen (Exclusive distribution) PMn ph6i eo tfnh het sue ehQn IQc, nha san XU!1 chQn m~t nha ban buon ho~c ban Ie de IraQ toon quyen ve vi~e
ban san philm ~i mQI vimglkhu vlJc xae djnh.
Philn ph6i co tinh chQn IQc (Selective- distribution) SU d~ng ml).ng lum ban Ie hl).n eM, eo tinh ehQn IQC de phlln ph6i san phllm eua mlnh.
Phan tich di~m hoa von (Break-even analysis) Qua trlnh danh gia lqi. nhu~n thu ve vm cac muc gia IlJa chQn.
Phan tich di~m hoa von ki~u mm (Modified breakeven analysis) Ky Ihu~t xlIy dgng ehinh sach gia tren ca sb ket hqp mo hlnh phlln tich diem hoa von kieu
truyen th6ng v6i vi~e danh gia nhu cau tieu dung.
Phan tich kit qua ban hang (Sales analysis) Nghien cUu cac sO' li~u nQi bQ ve vi~ ban hang, theo do eo philn tich chi tiet timg cau phlin de co duqc nhlffig thong tin hiiu ich han.
Phan tich xu the (Trend analysis) Phuang poop u6c tfnh doanh s6 thlJc hi\\n tren
ca sb phlln tich cac soli~u thong ke ve doanh so thu duqc trong thai gian tru6c do.
Phuong pbap t6ng chi phi (Total-cost approach) Tinh t6ng chi phI ella toan hi?
cac khoan m~c chi phI clla h~ th6ng phlln ph6i eM khOng tach rieng timg khoan.
Phin ung (Response) Phan ling clla ngum tieu dung d6i vm mQt yeu t6 tac d~ng ho~c mQt dQng ca.
PhOng van thio lu~n theo nhom (Focus group interview) Nghien cUu marketing de thu th!!.p thOng tin tren ca sb phong v:in thiio lu!!.n theo nhom g6m tit 8 den 12 ca nMn tl).i cung mqt khu vlJc, theo cung mqt chi] de.
PhAn tram t{jng h;ri nhu~n (Gross margin percentage) Phuang phap danh gia cho biet phlin tram doanh thu bu diip duqc chi phi va mang ll).i lqi nhu~n sau khi da: tru chi phi san xuat ra lugng san philm ban ra tmng mqt thm gian xac djnh.
Phieu giam ghi (Coupon) La cong c~ khuech trtrang san phAm, thuang duqc t!!.ng cho ngum mua de nh!!.n duqc giam gia cho Ian mua tiep sau.
Q
Qua trinh chap nh~n (Adoption process) MQt 10l).t cae quyet djnh khae nhau clla
khach hang d6i v6i mqt san pham mm. Qua trlnh chap nh!!.n ella kh3eh hiing g6m cae bu6c Cl,l the sau: nh!!.n biet slJ eo m~t ella san philm, quan tllm, danh gia, dung thir va chap nhlj.n.
Qua trinh ph6 bien san phl1m mm (Diffusion process) Nhc1 do rna rn(\t san
pharn se duqc nguc1i tieu dung trong rn(\t nhom c(\ng dong cMp nh~n.
Qua trlnh trao d6i (Exchange process) Qua tnnh hai ben trao d6i rn(\t thu gl do co gia tri de cung thoa man nhu du cua rnlnh.
Quang cao (Advertising) Gi6i thi¢u ve san pham cho m(\t lugng kbach hang tiern nang 160 thong qua cac phuCfllg ti~n thOng tin d\li chUng de hQ biet va mua hang
cuamlnh.
Quang cao ban It! (Retail advertising) Quang cao ban hang tTl!c tiep t\li cac etra
hang ban Ie.
Quang cao c()ng tac (Cooperative advertising) Chi phf cho chuCfIlg tflnh quang cao do nguc1i ban hang va nha san xulit cung chju.
Quang cao ~i chi) (Point-of-purchase advertising) Sir dl,mg hlnh anh tuyen
truyen va tnnh dien de khuech truCfllg san pharo VaG thm diem va t\li dia diem giin lien vai quyet dinh mua hang cua kMch.
Quang cao so sanh (Comparative advertising) Thuyet ph~c kMch hang mua san pham bilng each so sanh v6i m(\t san ph1im cung !o\li eua d6i tM e~nh !ranh. Quang cao tren do dung (Specialty advertising) Quang do thong qua nhiing do dung co in ten tu6i, dia chi nm san xulit va thong di¢p quang colo, thuang duqc in !ren cac san pham nhU Ijch, but, Ijch thi dliu the thao.
Quang cao th6ng tin ve san phftm (Informative product advertising) Quang cao de 1\10 nhu diu ban <!Au ve rnlJt san pharo.
Quan h~ cong chung (Public relations) Quan M cua doanh nghi~p v6i c(\ng
dong trong do co kMch hang, nM cung lIng, c6 d6ng, nMn vien, chfnh quyen, cac 16 chuc xa hQi.
Quan h~ cong chung (Publicity) MI}l phan cua quan M cong dong lien quan den khuech truCfllg san pham ho~c djch v~ cua doanh nghi~.
Quay vong dl! lro-(Stock turnover) SOlan quay vong melt lugng dV tm blnh quan
!rong nam.
Quy each phftm chill (Specifications) M() Iii. bang van bfm ve m(\1 san pharo hay djch ~ rna doanh nghi~p can. Ngum dliu th:!u tiem nang se can eu vao do de xem
li~u mlnh co san xulit/ cung dfp san pham/djch ~ do duqc kh()ng roi mm quyet dinh tham gia bb thau.
Quyen eua ngum tieu dung (Consumer rights) Quyen duqe an toan khi sir d~ng san pharo, quy6n duqc tMng bao, quyen duqc chQn Iva va quy6n duqe gop y.
s
San ph:lm (Product) La m';'t [~p hgp eac d~c diem v~t ly, dieh Vl,I, bi~u trung de
thoa man nhu clIu ella con nguai.
San ph&m cimg lo~i (Generic product) Db an ho~c db gia d~ng kMng co ten tu6i ri~ng, khong quang cao, khong nnful hil?u.
San ph&m huu hlnh (Tangible products) La sim pham v~t chat, chu khOng phai dieh Vl,I nhl! lU viln pbap lu~t, dich Vl,I y teo
San ph:lm the eM (Cannibalizing) Slm phihn the chb san philm kMc clmg do m';'t hilng san xuilt.
Slin ph&m eong nghi~p (Industrial goods) Hang hoa duqc sir dung trl!c tiep ho(jc
gian tiep lam nguy~n lil?u dau vao cho vil?e san xuilt mot lo"i hlmg hoa khae.
San ph&m vo hlnh (Intangible products) La san pham dich Vl,I nhu tI! viln lu~t
phap, khilm bf?nh.
San xmlt don d~u (Speculative production) Slm xuiit can ell tren co sa dl! doan
ella nM quan Iy ve nhu cilu lUang lai tren thi truang clla IO(li san philm nay. San phAm duqc san xuat tmac khi co dan d(jt hang.
Sinh tbai hQe (Ecology) Moi quan hI? giua con nguai vOi moi tntang.
So sanh ehuoi san ph:lm - djch vI}. (Goods-services continuum) Phuang phap tdnh bay cae d(jc di~m giong va khac nhau giua cac san philm va djeh Vl,I.
T
Tai sO: dl}.ng (Recycling) Tai Sl! d~ng eh:1ng h,!-n nhu doi voi bao bi. Qua trinh nay t<j.o ngu6n nguyen lil?u dilu van mOi va xl! ly duqc m9t tac nhan quan tn;mg glly 6 nhiem m6i tmang.
Tai san von (Capital items) Nhitng tai san Iflu ben co thai gian khilu hao dai.
T~o danh tieng (Prestige goals) N<1m trong chien luqc ve giil. Djnh gia ban 6 mue cao de t'!-O cho nguai tieu dung iln tl!ang san phAm la lo~ co danh ti€ng ho~c co chilt iuqng cao.
T6ng dieu tra (Census) Thu th~p du li~u marketing til tat ell cae ngu6n.
T6ng hen> h,e luqng ban hang (Sales force composite) Phuang pMp dl! doon doanh s6 ban hlmg tren co s6 t6ng hqp doanh so ban hang dl! tfnh clla tilt ca Il!c luqng ban hang trong cong ty.
Ten nhan hi~u (Brand name) M(>t philn trong nhan hi¢u gllm tir ho\ie chiT lam nen ten de xae djnh va pMn bi~t sim pMm eila doanh nghi~p voi doi thil e~nh
tranh. Day ehinh la philn the hio?n dUQ"C bimg Uri noi eila nhan hio?u.
Ten san phiim clIng lo~i (Generic name) TiT thuOng dung de noi ve m(>t lo~i san
pham nao do. Vi d\l nhu cola, nylon.
Tau chuyen cha rieng (Unit trains) La djeh Vl,l v~n chuyen ciia ng1mh dUOng sftt danh rieng cho nhfrng khaeh hang eo nhu du vi!n chuyen nhfrng \0 hang IOn nhitm liel ki~m chi phi va thoi gian cho doanh nghi~p. Tn!n lau chi eho hang eila rieng doanh nghi~p rna thOi.
Toi da hml doanh thu (Sales maximization) Triet 19 djnh gia do kinh Ie gia William J. Baumol pMn tfeh. Baumol eho ritng nhi6u hang muon toi da hoa doanh thu trong dieu ki~n lqi nhu~n bj h~n che 0 m(>t mue nMt djnh.
Toi da hoa IIJi nhu:)n (Profit maximization) Trong hqe Ihuyet kinh te cd dien day If! ml,lc tieu lruyen thong eila chinh saeh djnh gia. Theo hoc thuyet nay, tat ca cae doanh nghi~p d6u muon toi da hoa di h<;l thu ve va toi thitlu hoa elii h<;l chi ra.
T:)p hQ11 t6ng quat (Population) Nhom t6ng so rna nha nghien CUu muon nghien cUn. Doi vOi mqt cu(>c vi!n dqng biiu cir, ti)p hqp 16ng quat chinh la toan b(> Gil tfi hqp phap.
Thai dl) (Attitude) Nhfrng danh gia tieu qre ho~e tfeh qrc, cam nhi)n va xu tM
ung h(> ho\ie phan doi.
ThOng tin phin hOi (Feedback) Thong tin v6 phan frng eua khaeh hang tmac m(>1
thOng di~p, thOng tin nay dU<;Ic pMn anh nglIqe tro I~i phfa ngum giri thOng tin.
Thul1IIg hi~u (Trademark) Nhan hi~u dU<;Ie dang ky ban quyen, ngoai doanh nghi~p fa khOng d<1ll vj nao dU<;Ie phep sir dl,lng, thuOng dang ky ban quyen ca
philn bieu tuqng va ten.
ThOa dl}ng ve thm di~m (Time utility) Khi nglIm l1'im marketing co kha nang cung frng san pMm dung VaG lUe ngum tieu dung muon mua.
ThOa dl}ng ve quyen sa hUn (Ownership utility) Do cae can b(> marketing t~o la khi quyen so hUu san pMm dUQ"c chuyen sang cho nguoi tieu dung t~i thoi diem mua.
ThOa man nhu cau (Want satisfaction) D~t dU<;lc khi nhu cau tl! nhien eua ngum tieu dung duqc dap frng sau khi h<;l tieu dung san pham do.
Thm gian tien ban hi'mg (Pretransactional period) Khoiing thm gian tnroc khi tung sim pharo fa ban ehfnh thue.
Theo dOi (Follow-up) M(>t khau trong qua tnnh ban himg - ho,!-! d(>ng sau ban hang.
Thiet ke chuang trinh nghien ciiu thi trui'mg (Research design) Xay dl!Jlg mQt ke ho;:teh day du ve vi~e thl!e hi~n mQt chuang tnnh nghien eUu, dieu tra thi
truOOg.
Thir hi~u qua (Pretesting) Killm tra tfnh hi~u qua eua mQt quang eao truae khi
dua no vao thl!e hi~n.
Thir nghi~m (Experiment) cae nghien coo khoa hQC trong do cae nba nghien coo thl!c hi~n mQt lo;:tt cac thf nghi~m vai mQt nhOm mau, sau do so sanh ket qua thu duqc vm nhom kh6ng thlfc hi~n thf nghi~m.
Thir nghi~m y tuiJng (Concept testing) MQt kMu trong quy tnnh pMt trien san pbllm mm, danh gia y tUOng ve slm pham mm truac khi ehlnh thue dUa vao san xuat.
Thi trui'mg chung (Common market) KMi ni~m dung trong marketing qu6c te, thiet I~p mQt kh6i thi truoog ap d~ng chfnh saeh h:ii quan chung va tieu chudn hoa cae quy dinh thuang m;:ti th6ng nMt eho tat ea cac nuoc thanh vien.
Thi trui'mg cua ngum ban (Seller's market) Thi truoog hang hoa va dich ~ khi du IOn han cung.
Thi trui'mg cua ngum mua (Buyer's market) La thj truoog co d6i dao hang hoa vadjeh ~.
Thi trui'mg ml,lc tieu (Target market) Nhom cae kh:ich hang duqe xac djnh truoc.
Thi truoog ngum tieu dung (Consumer market) Nhilng ea nhan mua hang hoa va djeh ~ cho ml!e dieh sir dl!Ug eua ban than.
Th! trui'mg san phllm cong nghi~p (Industrial goods market) Thj woog g6m nhiing ngum mua hang hoa lam nguyen li~u dau vao eho vi~e san xuat mQt lo;:ti
hang hoa, d!eh vI! kMe. Vi d~ nhu thi truoog cua eac dan vj san xm1t, die co quan ehfnh pM, ban Ie, ban bu6n, c6ng ty khai tMe mo, e6ng ty bao hiilm, e6ng ty bilt dQng san, truoog hQC, ~nh vi~n.
Thu nhi.\p tuy dl,lng (Discretionary income) MQt philn trong t6ng doanh thu sau
khi dii 1m di cae philn biit bUQc phai chi.
Thl!c hi~n dan d~t hang (Order processing) Qua tdnh ban hang t;:ti eac el'ra hang ban bu6n, ban Ie. G6m: xae djnh nhu du eua kMeh hang, chi ro eho hQ biet nhu du do va thl!e hi~n dem dilJ hang.
Thuyet trlnh (Presentation) MQt khau trong qua trlnh ban hlmg. Ngum ban hang thuyet minh, gim thi~u nhUng diic tfnh cO ban eua san pham, chi ra lfU diem cua
no va trich dAn 1m khen ngqi eua nhUng ngum dii. tUng sir dlJng.
Thuyet tnnh ban himg thoo mau (Canned approach) Thuy€t trinh ban himg
thea rriil.u dii ghi nh6' de dam bao neu duqc m9t cach th6ng nhilt tilt cit nhiing diem duqc liinh d\lo coi la quan trqng.
Tieu chu~n ph~c v~ khach himg (Customer service standards) CMt luqng phl,lc
VI,! rna mOi cong ty diinh cho kMch himg ella minh.
Tien hoa hOng (Commission) Kholm ti6n;ra cho nhAn vien ban hang gtm v6'i muc
doanh sO' ban hoi).c muc Iqi nhu(ln.
Tra I~i mi)t phan tien hang (Rebate) Tra I~i m9t phiin ti6n hilng, thuang do nhil san xuat m"t san phdm cung cap cho khach hilng
Trq gia (Trade-in) Thuang dilnh cho cac dan vi ban nhiing hang hoa IAu Mn nhu o to. Trq gia se cho phep giam gia rna khong anh hmJng Mn gia cong b6.
Trllng bay thllang ~i (Trade show) xem ph1ln H"i chq thuang m~i.
Truyen thOng (Communications) SI,l' truy6n dl).t m"t thong dii?p tit nguai gUi (hoi).c m"t nguon) Mn ngum nh(ln.
Ty gili hOi doai (Exchange rate) Ti gia giua dong n(>i ti? v6'i dong ngo~i t~ hol).c
v6i vang.
Ty I~ chi phi ho~t di)ng (Operating expense ratio) M9t chi tieu danh gia tinh
tong chi phi ban hilng va chi phi hiinh chinh rili so sanh v6'i doanh thu.
Ty l~ lai tren co phan (Rate of return on common equity) Ml)t chi tieu danh gia cho thay doanh nghi~p dii cO Jai Mn mue nao lren v6n CO dong.
Ty I~ lai tren tong tili san (Rate of return on total assets) M"t chi tieu danh gia eho thay ty Ii? lqi nhu(ln rong sau thue" tren tong tM san eua m"t doanh nghi?p. Ty suat lqi nhu~n thea v6n dau til (Return on investment) Ty I? giua lqi nhulln va tong v6n dAu tu.
Uu dai hai chieu (Reciprocity) C6 nhiing IfU diii dang kt cho ngum vita la nha
eung ling, vita la ngum tieu dung hang clla doanh nghi?p.
v
Van hoa (Culture) cae quan ni~m, thuGe do gill trj, tu tuimg vii thai d" anh huimg Mn hanh vi ngum tieu dung.
Van phOng ban hang (Sales offICe) Nha san xuilt l~p viin pMng kim VVC de quan ly d¢i ngil ban hang. No khac viin phong chi nhanh b ch6 khOng co kho de luu hang.
V~t phlim phl,l tn! (Supplies) Nhiing v~t phfun can thiet cho vi~c v~n hanh hang ngay song khOng hi¢n di¢n trong thanh pMm, vi dl,l nhu vi).I ph am dung cho biio duimg, stra chUa, v~n hanh nhu cac d6 viin pMng, giily, but, mtfc, biing mtfc, qulin ao bao h¢, v.v ... V~t phllm phl,l Irq kMng bao g6m cac nguyen v~t lii?u hi¢n dii?n trong thanh phfun nhu cao su trong sam 16p, vai trong qUM ao.
V~t til mau hOng (Expense item) V~t pham hoi).c djch Vl.I sir dl,lng trong m!)t thm gian ng.ln, IhuOng la m¢1 niim.
Vong dOl ban Ie (Retail life cycle) Quan ni~m v~ vong dm cua m,>t dan vi ban Ie qua cac thm ky: tham nh~p, tang tmang, bao hoa va suy thoai.
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Xae dinh thi trllOng ml,le tieu (Market targeting) Olc cong ty pMi xac djnh va
dua ngu6n ItfC cua minh vao phl,lc Vl.I mQt s6 nhom khach hang nhilt djnh tren mj tmOng
XUllt khliu (Exporting) Ban hang fa thj tmOng nUGc ngoai.
XUllt khliu ehu d(lng (Active exporting) Ok hO\lt dQng marketing tren ph,!-m vi qu6c te cua m<?t doanh nghi¢p nMm chu d<?ng tim kiem b'!-fl hang de xuift khau.
XUllt khliu thl,l d(lng (Casual exporting) Doanh nghii?p thl,l d!)ng trong cac ho,!-t d¢ng marketing tren thj tmOng quOc teo
y
Yeo t6 tae d(lng (Cues) Nhrmg v~t the trong moi !rUOng quyet dinh ban chilt cac pMn Ung.
Phl:l Il:Ic C - Thong tin b6 sung
Chuoog trlnh Phiit tri~n DJ! an Me Kong da bien so~n hi? sach dimh cho cac nhit quan Iy va chi! cac doanh nghi~p vita va nhi) b Vi~t Nam. M6i cuon sach dugc thi~t ke d~
sir dl,mg m¢t cach Iinh ho~t. Dieu nay co nghia Iii m¢t nguoi CO the tl! nghien COO to1m
hi? cuon sach, m¢t giao vien co th~ sir dl,mg de giang d~y, ho~c chuyen gia tu van co the dung d~ tham khao cho cong tac ehuyen mon cua mlnh. BO? sach g6m hai nhom chU de:
• Quan tri Ngu6n Nhiln lJ!c trong cac Doanh nghi{\p Vlra va Nhi) • QU<ln tfj Marketing trong cae Doanh nghi{\p Vita va Nh6
Nhom ehu de 1: Quan tri Nguon Nhan h!e trong cae Doanh nghi~p Vita va NhiJ
1.01 ehU doanh nghi{\p vii chuc nang quan ly ngu6n nhan h!c 1.02 Philn tfeh cong vi{\c
1.03 Mo ta cong vi{\c, yeu cau chuyen mon va cac tieu chu:!n ket qua eong vi~c 1.04 Thu hut, tim kiern va Il!a chon ngu6n nhan h!c
1.05 H~ th6ng tien luoog va tien cong
Nhom ehu de 2: Quan tri Marketing trong cae Doanh nghi~p Vira va NhO
2.01 cac khai ni~m C<J ban ve Marketing 2.02 Thu th~p thOng tin ve khach hang
2.03 Thu th~p thOng tin ve qua trlnh va xu hu&ng mua hang cua khach hang 2.04 Thj tmang ml,lc tieu
2.05 Ke ho,!ch hoa va phiit tri~n san ph:!m 2.06 Giii va chien lugc giii
2.07 Khuech tmoog san ph:!m va quang cao
,
I
Quan tr! Nguon Nhan h!c va
Marketing trong cac Doanh
nghi~p Vua va Nho
PHlEU DA.NH GIA.
Chuang tnnh Phat trien DlJ an Me Kong fat mong b::tn dqc gill l::ti phieu danh gia cho chung wi. Chung Wi se phan tfeh thOng tin phan h6i de cO tM cung ca:p cho b::tn dqc nhiing djch v'!' tot han, cling nhu bien sO::J.n them tai li~u dao !::to cho cac nha quan Iy doanh nghi~p vira va nho. Tat ca cac th6ng tin trong phieu danh gia nay se dugc bao m~t. Xin hay ditnh 10 phut de hoan thitnh phieu danh gia va gtri